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UK Chain Tesco to Add 'Apple Zones' to 300 Stores

Thursday, March 2nd, 2006 at 3:10 PM - by Staff

UK supermarket chain Tesco, which last year began selling iPods and other consumer electronics, will soon launch standalone "Apple zones" at 300 of its largest stores. According to BrandRepublic, the company is trying out the idea in six stores and then will roll out the rest later this year.

"The Apple area in the Milton Keynes store mirrors the technology brand's high-street outlets," according to the branding news Web site. "It uses the same point-of-sale materials and sells Apple computers and printers as well as smaller items such as iPods."

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stuartea said:

member since 08 Aug 2005 with 327 posts, unranked, send him a message or view his profile

Thu Mar 02, 2006 9:46 pm

Buy my Mac with the weekly shop? hmmmm it might work! Better than just more bloomin iPods.

The sceptic in me, is thinking they'll just be a lot of macs sitting around for months gathering dust and being poked by grubby little oikes.

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A guest said: (hide)

Fri Mar 03, 2006 5:04 am

The Tesco Milton Keynes one has been open a couple of weeks. For those interested, It's on the Kingston estate, on the junction between the V8 and H10 roads.

It resembles an Apple Store in visual styling, but lacks the minimalism and polish, e.g. it has over-harsh white lights, and Tesco price labels on all items and shelf-edges. Stock is good for all but recent items, which haven't turned up yet. For example the iPod Radio Remote hasn't arrived (as of 22 Feb, but it had only recently opened). They don't offer the academic discounts, and the staff, while well-meaning, aren't as knowledgeable about the products. There is a shelf of usable machines, but none of the machines were on when I visited, unfortunately. This may change once staff are more familiar with the setup. If not, I'll go in there and turn them on and set them up myself!

On the upside, there are Apple logos and directions leading from the door to the corner of the shop where the Macs are set up. Although it's in the furthest corner from the entrance, there was some interest from a few customers, mainly in the iPods. It clearly helps to raise the profile of the Apple products, and despite the rather harsh and unsubtle fluorescent lighting, the corner looked quite inviting and interesting - still a cut above the shelves of endless gaudy PC products.

It's not polished (yet, perhaps) but it's handy, and brings the products close to home. Can't complain about that!

-Jef. (who works about a mile from the shop in question)

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